Ultimate Guide to Japanese SEO

Search Engine Optimization or SEO is a popular form of web marketing used to enhance a website’s content quality, technical setup and link authority so it can appear higher on a search engine result page. According to data from Statista, Japan has reached almost 86.6 million phone users in 2022 and the number is forecasted to continue rising in the following years. In this article, we will elaborate on the unique characteristics of Japanese SEO, how to optimize SEO strategies to Japan’s market, and where you can find SEO professionals who are able to boost your website traffic.  

What is the difference between Japanese SEO and Global SEO?

Japan’s consumer preference and habits are remarkably different from those in other countries. In order to implement a successful Japanese marketing strategy, SEO cannot function as a one-size-fits-all tool due to language differences, cultural implications, and consumer search behavior. To succeed, businesses need to understand the characteristics of the Japanese market, including the Japanese characters and the local search engines. As Jeff Crawford advises in our Scaling Japan podcast, foreign companies need to localize their content carefully, ensuring that keywords and cultural relevance are aligned with the Japanese audience’s expectations. 

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How do cultural and linguistic differences impact Japanese SEO?

Translating keywords from one language to another will not be successful in the Japanese market. With Japanese, it is crucial to pay attention to the use of Katakana, Hiragana and Kanji. For example, the word “Cat” in Japanese can be translated differently into “ネコ”, “ねこ” or “猫”, presenting risk in optimizing search engines configurations. Not to mention the tone of the language ranging from casual Japanese, formal and business Japanese. Adjusting the tone of the articles requires not only fluency in the language, but also a deep understanding of the culture. Japanese SEO writers should be able to identify the preferences of website design and search habits of internet users, including usage of image and length of article. More differences and the practice of Japanese SEO will be elaborated in the following sections.

3 Differences between Japanese SEO and Global SEO

1. Search Engine Preferences: Unlike other countries, search engines in Japan are more diverse. Google and Yahoo! Japan are two most popular mobile search engines in Japan. Both search engines are essentially identical, however, each platform caters to different user preferences and target users. Optimizing both search engines is important to succeed in the Japanese market. 
2. Keyword Research Strategies: The complexity of the Japanese language sets a big difference between Japanese SEO and global SEO. When conducting keyword research, it is important to search in the correct Japanese term and not just in English or a Japanese translation of the English keyword. Use tools like Google Search Console or ask for professional consultations with local SEO specialists. 
3. Website design and configurations: Aside from contents, website design and configurations also set Japanese SEO apart from global SEO. Their value for minimalism and detailed information makes Japanese users unique, especially from Western buyers. Adjusting your website to look more minimalist, text-dominated, and more could drive traffic to the company’s website.

Successful methods for optimizing SEO strategies in the Japanese market 

Optimizing SEO to grow your business in Japan requires a thorough localization process. This emphasizes that tailoring SEO strategies to fit the Japanese market involves understanding a wide range of cultural norms and preferences. Best practices include optimizing for Yahoo! JAPAN in addition to Google, adapting your keyword research to align with the local language (including Kanji, Hiragana, and Katakana), understanding the best suited website configuration and getting familiar with the local browsing and reading habits of Japanese consumers. The following sections will explore the techniques of optimizing these strategies for a more impactful result.

What are the main search engines used in Japan? 

As previously mentioned, the presence of Yahoo! Japan is a unique characteristic of the Japanese market. Although Google still holds the biggest share of Japanese internet users, Yahoo! Japan is particularly popular for mobile users in Japan. A common mistake foreign businesses make is overlooking the presence of Yahoo! Japan. Of course, posting Japanese SEO in Google alone can increase website traffic. However, it is important to note that each platform provides different user experience and that SEO strategies should be adapted to your business’ target audience. For example, the Egg reveals that when you search for a recommended product, advertised products will appear on top in Google while in Yahoo! Japan, the page redirects to Yahoo! Japan’s e-commerce company, Yahoo Shopping’s recommendation products. Another key difference between Google or Yahoo! Japan is their user age demographic. Depending on your product or service, you may opt for Yahoo! Japan which holds the more local and older users or Google which contains more international and younger users.  

3 Most effective keyword research strategies for Japanese SEO

1. Brainstorm in Japanese: As previously mentioned, in doing keyword research, always browse in proper Japanese and not Japanese-translated English keywords. It is important to research relevant slang, colloquial terms and generation-specific vocabulary when deciding on SEO keywords. These terms have big potential to rank high on search engines since the keywords are searched frequently and are not as competitive as the proper term. 
2. Focusing on long-tail keywords: Despite the low search volume, long-tail keywords tend to rank higher on search engines and convert into better success rates. By having longer and more specific keywords allows you to reach users who are close to making a purchase. It also accommodates the Japanese writing system which is more complex and requires a combination of Kanji, Hiragana and Katakana. 
3. Conduct research on Japan’s popular online forums and social media platforms: Like the relevance of Reddit in the US, Japanese users have their preferred platforms to discuss QnA and search for products. Researching active forums and platforms can provide insights in finding potential keywords. For example, Twitter allows you to search for keyword searches using hashtags, Hatena Bookmark is Japan’s largest blog network, and QnA sites like Yahoo! Chiebukuro are excellent places to locate keywords.

Best practices for website configuration in Japanese SEO

If you have followed the previous steps but are still not seeing results, you should consider these four technical configurations to better target the Japanese market.  

1. Adjusting your Meta Title, Description and Content length: Most users only see the title and short description under before clicking on a website. This is why these spaces should be optimized. In Japanese SEO, the limits of character for the title is between 30-40 characters and around 80 (mobile) to 140 (PC) characters for the description. As for the content length, Edamame Japan highlights that top-ranked pages tend to have an average of 4,000- 5,000 characters. This is different to English SEO which usually performs well when it contains under 2,000 words. Another thing to keep in mind is that when typing in Japanese, it is uncommon to put spaces between words and to use half-width spaces. 
2. Setting your website URL and domain strategically: Although it is technically possible to set your URL with Japanese characters, in Japanese SEO, this can be disadvantageous. This is because when users try to copy and paste Japanese URLs the characters will be converted to a complicated combination of Roman alphabets which is less memorable. Furthermore, setting your country code top-level domain or ccTLD to Japan (.jp or .jp.co) can help you target a larger Japanese audience. 
3. Building high-quality backlink:  Backlinks are hyperlinks from other websites that link to your own. Having backlinks from trustable local Japanese sites can enhance your website’s relevance and content value, leading to increased organic traffic. Building high-quality backlink can happen organically or strategize it by collaborating with local business, guest blogging, infographics and repairing broken links on other websites. 
4. Ensuring the preferred website design and mobile optimization: As Delante points out, one example of the biggest contrast between Japanese and English website outlook is Rakuten’s global and Japanese website. This comparison highlights Japan’s distinctive features including their busy layout, compact text, and smaller graphics. Japanese websites prefer to use smaller visuals with lower resolution to maintain a smooth and speedy experience. Moreover, since Japanese internet users are heavily concentrated on mobile users, the website should be optimized for viewing from mobile devices. Websites are the first thing customers see after clicking on pages, an unfamiliar layout might influence customers’ trust in your brand. 

3 Platforms where you can find Japanese SEO Writers 

After exploring the step-by-step process to optimize your SEO strategies in Japan, you may consider working with specialists who understand the nuances of the local market. Hiring Japanese SEO writers has its advantages and disadvantages. Regardless, working with professionals can significantly boost your content’s relevance and visibility. Here are three platforms where you can find talented Japanese SEO writers:

1. Lancers: One of the largest freelancing platforms in Japan, offering access to experienced SEO writers who specialize in content tailored to the Japanese audience. 
2. Info Cubic Japan: Info Cubic provides a range of digital marketing services, including SEO and SEM, with a focus on helping companies grow their presence in Japan. They offer comprehensive SEO packages that include keyword research, on-page optimization, and link-building​
3. Scaling Your Company: We offer a comprehensive SEO service, including keyword research, content creation, technical SEO (ensuring sites are fast, secure, and mobile-friendly), and local SEO for optimizing local searches. Proven track record includes ranking for multiple industry-specific keywords and increasing client visibility, driving more leads and customer inquiries. If you are interested in working with our bilingual team, click here. 

For more on the pros and cons of hiring SEO agencies, check out this article on SEO marketing agencies in Japan.

Key Takeaways

In conclusion, optimizing Japanese SEO requires more than just translating keywords. It involves understanding the cultural, linguistic, and consumer habits specific to the Japanese market. Key tactics include thorough keyword research in Japanese, optimizing content for local preferences, adjusting website configuration, ensuring mobile compatibility and building high-quality backlinks from local sources. For businesses seeking to expand their brand, working with local SEO experts or writers can greatly improve relevance and performance in the competitive Japanese digital landscape.

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